Performance Marketing, Strategy

How Does Content Support SEO

BY: Kristen Kudra

PUBLISHED: 1/29/2016

Search engine optimization (SEO) and content creation are two different functions in marketing but when they work together, we find synergy. By applying SEO techniques, you can maximize the value of the content you’ve created. Search engines need context to understand what websites are about, and content fills that requirement by providing more information to the user. SEO and content creation need each other.

So, what is content?

Content is used to produce an emotional connection between the brand and the consumer. This happens through creating and distributing valuable, relevant content that attracts and maintains consumers – inspiring them to click, engage, share, and even make a purchase. Once the consumer engages in these actions, you, as a brand, have started to own the media space.

Content is anything that communicates a message to an audience. It includes everything from text-based articles/blog posts that live on a brand’s website to pins on Pinterest, videos on YouTube, mobile apps, press releases, editorials, user-generated content like reviews, on-site photos, and much more.

Why does my brand need content?              

Marketers can build a coherent picture of what a brand represents by understanding what its customers are searching for. Taking this information and creating content that answers your customers’ questions, is the sweet spot between content creation and SEO. It reinforces your brand’s authority. Without content, SEO cannot be successful – there wouldn’t be anything to optimize!


Working to create content that is focused on informing consumers rather than selling to them, is important. Appealing content makes the user want to continue to read, think, and behave differently. If you continue to push out valuable content, that makes consumers feel more intelligent. You will then gain their business and loyalty to the brand in return.

Your SEO tank is full when quality links are passed. Distributing valuable content that users want to share and link to, will build up the external linking profile of your website. This leads to healthy SEO and higher rankings in the Search Engine Results Pages (SERPs).


Originally published on and authored by Kristen Kudra, SEO Specialist.